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Why Do People Buy?

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Describe customer value, satisfaction, and attitude.

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People buy because the products and services satisfy their needs. For example, a person is hungry groceries help her prepare food that satisfies her hunger.

Customer value is the difference between the benefits the customer receives and the cost that the customer has to pay to acquire the benefit (a). Since, every customer has unique needs and resources, every customer will value a product or service differently. One customer is willing to ...

Solution Summary

This solution explains why people make the decision to purchase something. The sources used are also included in the solution.

See Also This Related BrainMass Solution

Ad and Ego video analyzing the effect of advertising on consumers.

We live in a consumer culture, saturated with mass media images. Much of our physical and informational space is for sale - billboards, TV, magazines, newspapers, even the area behind home plate - all of these spaces pitch products promising to improve our lives. We are all, sometimes consciously, sometimes unconsciously, affected by this advertising, often in very subtle ways.

The Ad and the Ego explores what critic Leslie Savan calls our "ad ad ad world." The film examines the power of modern advertising. It goes beyond an analysis of individual ads to ask how living in an advertising-saturated environment influences the way we see the world - and ourselves.

After watching the film (see below for links), discuss the following questions.

1. Do you agree with Jean Kilbourne that "advertising is a system of education that is powerful precisely because it is not considered education?" What is the difference between the effect of one ad and living in an "advertising infused environment?" Where can we still go where there's no advertising?

2. What does Kilbourne mean that advertising "sells more than products; advertising sells values...and concepts...perhaps above all, of normalcy"? How do you know what is normal? What does advertising tell you "you should be"? How is this different for males and females? Use examples.

3. Do you believe you are personally affected by advertising? If not you, then who is influenced? Why do companies pay millions of dollars to advertise?
4.Define "salvation." What does McGrane mean when he says: "The purpose of modern advertising is to generate anxiety and doubt...and then offer the entire world of consumer goods as salvation"? Do you agree that advertising's chief strategy is the "production of discontent"? Why does McGrane say, "One message you'll never hear is, 'You're OK', you don't need anything, you're fine just the way your are"?
5. What does Kilbourne mean when she says "there are tremendous penalties for women" who don't conform to culturally accepted standards of beauty? How true is it:

- that ads for women's products "make women feel incomplete, anxious, and insecure"?
- that "women have been conditioned to feel like failures" if they don't meet advertising's definition of "normal" standards of beauty?

- that "men have been conditioned to feel like failures" if they don't have a beautiful-looking woman on their arm?

6. Finally, how is the class system sustained by advertising?


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